Manager / Sr Mgr Marketing - Loyalty & Engagement

Role Overview:

Manager Loyalty and Engagement

You will develop engagement hooks, drive gamified experiences, and build loyalty mechanisms that turn our transacting users into long-term brand advocates. This is a high-impact role that directly supports our goal to grow DAU/MAU and deepen user-product affinity.

Key Responsibilities:

• Design and execute

  app engagement strategies

  that increase DAU, MAU, and session duration.
• 
  
• Create

  gamification-led experiences

  to drive repeat usage and behavioral stickiness.
• Drive Referral program with the user base and employees to increase top funnel and create a new acquisition channel
• Create Engagement models for referred users to drive engagement and initial business outcomes
• 
  
• Identify and implement

  loyalty and rewards frameworks

  to recognize and retain high-intent users.
• 
  
• Leverage in-app behavioral data to understand

  user intent signals and cross-product affinities

  .
• 
  
• Develop automated engagement journeys across

  push notifications, in-app messaging, WhatsApp, SMS

  , and other owned channels.
• 
  
• Conceptualize and execute

  reactivation workflows

  for dormant or inactive users.
• 
  
• Define and own core KPIs:

  returning user %, engagement frequency, feature repeat rate, retention cohorts

  , and

  churn recovery rate

  .
• 
  
• Partner with Product and Design to implement in-app features that reinforce engagement (missions, progress bars, badges, etc.).
• 
  
• Conduct ongoing A/B experiments to

  optimize lifecycle touchpoints

  based on user cohort behavior and engagement goals.
• 
  
• Optionally explore

  brand partnerships

  that offer mutual value to increase app engagement and user delight.

Must-Have Qualifications:

• Previous BFSI and Fintech Exposure

• 35 years of experience in

  lifecycle marketing, CRM, growth, or product marketing

  , preferably in

  fintech, D2C, or consumer apps

  . Hands-on experience is MUST!
• 
  
• Strong understanding of

  fintech consumer motivations

  , especially in underserved or first-time credit segments.
• 
  
• Proficiency in analyzing

  user journey data

  to define product affinity, intent segments, and retention triggers.
• 
  
• Familiarity with marketing automation and analytics tools such as

  MoEngage, WebEngage, Clevertap, Mixpanel

  .
• 
  
• Ability to work cross-functionally with

  Product, Data, Design, and Content

  teams to deliver seamless execution.
• 
  
• Experience in designing and tracking

  loyalty metrics

  , engagement frameworks, and reporting dashboards.

Good to Have:

• Experience in deploying

  gamified engagement models

  or behavioral nudges.
• 
  
• Exposure to

  tier 24 Indian audiences

  , especially for vernacular and low-tech segments.
• 
  
• Understanding of

  rewards mechanics

  (tiers, milestones, missions, cashback logic) and their impact on user behavior.

What Success Looks Like:

• Increase in returning user base and app re-engagement rates
• 
  
• Consistent improvement in DAU, MAU, and session time
• 
  
• Loyalty mechanisms that drive feature repeatability
• 
  
• Higher adoption of cross-sell products through in-app journeys
• 
  
• Reduced churn and improved reactivation of dormant users

Reporting to:

Collaborates with: